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BizReport : Mobile Marketing : August 02, 2016

Shoppers continue mobile search once in-store

Mobile devices have become vital to in-store shopping and retailers must adjust their campaigns to meet changing customer behaviors.

by Helen Leggatt

A recent study in the UK from Hitwise found that more than three-quarters (77%) of retail searches that focus on price match start on a mobile device, as do 84% of searches that focus on reviews.

A similar study in the US by Hitwise found similar results - 77% of retail searches that include the term 'coupon', 73% of searches for 'sale' and 68% containing the word 'discount' were initiated on a smartphone.

mobile search.jpg

The findings point to the significant role of mobile to in-store shopping and signal to retailers a need to tailor their campaigns to this change in shopper behavior.

According to Nigel Wilson, Managing Director at Hitwise, "shoppers are using their mobile phone or tablet as a tool to search for more choice and find the best deal" and that, to this end, "retailers must ensure a seamless experience from online to offline to reflect the growing accessibility demanded by today's consumers. By giving products in-store and online the same price tag, the customer is more likely to feel satisfied with their purchase and less likely to buy from other retailers instead."

Wilson goes on to explain how an integrated strategy can also help make a retailer's brand image "appear more reliable, encouraging customers to feel comfortable using the online platform".

Tags: in-store, mobile, retail, shopper behavior

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